Persuade vs. convince

Thanks to Seth Godin for this one.

An anonymous copyeditor working on my new book unilaterally changed each usage of “persuade” to “convince.”

I had to change them all back.

Marketers don’t convince. Engineers convince. Marketers persuade. Persuasion appeals to the emotions and to fear and to the imagination. Convincing requires a spreadsheet or some other rational device.

It’s much easier to persuade someone if they’re already convinced, if they already know the facts. But it’s impossible to change someone’s mind merely byconvincing them of your point.

If you’re spending a lot of your time trying to convince people, it’s no wonder it’s not working.

 

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About belief1st

business coach; referral sales trainer; Sports lover; Networker; Avid reader and Life Long Learner
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